It’s no surprise that loyalty marketers have taken digital and made it part and parcel of loyalty offerings. Or tried to. Why not? Social media marketing and the various connecting tools and social platforms can be extraordinarily useful in creating connections between brands and customers. But for real loyalty to be created, outreach must be more than just connection and more than just “communication” or “outreach,”—and far more than a new form of “coupon,” or “freebie,” ....